WJS08: Going Social with Chris Perry

If you’re not thinking about the whole picture, you’re just slapping stickers on your package.

Social media:wikipedia

Social Media is about people connecting.

Social Media represents huge collision of MSM change and social uprising enabled through new technologies

Pre-Filter > Post-Filter. Let the market decide what is important. Press becomes multi-media. And social media. Ex: BusinessWeek Outside the media establishment comes an explosion of sources. The formats have changed. Now blogs, video sites. Appealing content is brought to the forefront. Explosion of social networking. Word of mouth. Go from one source of content > through media ==> social platforms. Better news, advice from us versus brands.

Net effect: Open season on brand reputation.

Independent sites CAN rise to the forefront and conflict with brand objectives of companies.

Create a new architecturethat’s in sync with customer realties: a social architecture.

Readdress fundamental questions:

Business is socialising with purpose.

Don’t focus on stickers. Focus on IDEAS that stick and can be spread.

Politics and cause-related marketing offer a look into how this works today.

Example: Stand Up to Cancer.

Collab between top three networks, A-list celebs and much much more.

Conversation peaked at announcement. Tailed off afterwards.

Virtual standup: get ppl involved online. Create personalized call.

Find right points of entry to social network.

Based on ideas not platforms.

Make ppl part of the content.

Get ppl to participate. If they are part of the content, they will talk about the cause.

Triggered widespread conversation.

Personal relationships.

Twitter was a HUGE factor in spreading info on the cause.

Efforts trigger massive amount of momentum.

Need to have a design program.

Social OUTRANKS CELEBRITY.

Social media played key role in raising $100m for the goal.

Politics and online advocacy – Example: Barack Obama Campaign

Represents the tv station of tomorrow.

Moving from sound bites to sound blasts.

“YouBama: The Citizen Generated Campaign”

24×7 social media that competes with and serves the press.

Channels fueled by new ideas and new contributors (Fact check video responses)